When it comes to privacy on the internet, the new word on the street is ‘FLoC’.

Led by Google, a group of businesses and advertisers is pushing a new standard that would have your browser identifying your particular group of interests by a unique ID number.

This number will be sent to all sites you visit. VOILA! No more 3rd party cookies, and supposedly more privacy!

Of course, there’s the marketing mumbo jumbo and then there’s the reality of the situation.

So: What is FLoC? How does it work? And most importantly: Will it improve your privacy??

Let’s dive in:

Further reading on FLoC:

• Building a privacy-first future for web advertising
• Google Is Testing Its Controversial New Ad Targeting Tech in Millions of Browsers. Here’s What We Know.
• Google’s FLoC Is a Terrible Idea
• Why Brave Disables FLoC

I guess we’ll see what happens next!